Identity Preserved Marketing

Identity Preserved Marketing

Identity Preserved (IP) programs create a unique relationship between the grower and the consumer by providing just the specific ingredient that the food processor needs. Certain end-use buyers want to purchase their grain by a specific, not by a specific class. The most recognized Identity Preserved (IP) program in Western Canada is malt barley production. Maltsters and brewers understand that certain varieties of malt barley have specific attributes and they don’t want those co-mingled with other malt varieties. There are also examples in wheat, where a specific variety has an attribute or set of attributes that the end user requires.

To avoid the specific variety from getting co-mingled with other varieties, IP programs have some unique requirements. It usually starts with certified seed. The grain will need to be stored separately and there might be requirements for extra cleanliness when moving or hauling the grain. IP programs usually have a requirement for a specific quality as well as a defined delivery date or period to ensure supply of the grain year-round. Most contracts will specify a delivery window as to when the grain can be shipped.

Richardson International supports a variety of IP programs, including various malt programs with CDC Meredith, AC Metcalfe and CDC Copeland and a number of wheat programs, namely Snowstar wheat and Extra Strong wheat.